An Association Executive recently asked the meaning of rational relevance in the context of member feedback. First off to clarify, we aren’t talking about a rational or irrational member! This alternate interpretation highlights that not all member benefits are created equal. Members prioritize the value of association services depending on where they are in their […]
Member Value
Stories from the Value Proposition Front Line
As an executive, you are on the front line of convincing members you matter. You are not alone. In the words of one of your colleagues: Association executives across the country face similar challenges: “We as associations need to differentiate ourselves in a highly competitive market – just like other brands.” “Members don’t recognize your […]
Show Your Value – It Won’t Just Happen by Itself!
After my recent presentation at TSAE on Communications as a Business Asset, I spoke with several Executive Directors who related to the idea that Naylor has studied for many years: I had more than the usual questions about where to start in order to get better at the “8 ways” to engage more members in […]
Is Your Staff Trained to Create a Culture of Member Service?
ASAE’s Association’s Now magazine published an article this month called Is Your Staff Trained to Sell Membership? Here is a summary of the article with six ideas to prepare you for dues renewal season: 1. Any association staffer who interacts with members and prospects influences the membership experience. Research from the retail sector suggests simple […]
Value is in the Eyes of Your Customer
Sales: the process of establishing credibility and rapport in order to further a relationship. When all is said and done, we are all in sales. Yes, you, association leader and staff. Your value proposition is a version of a sales pitch – a sales pitch based on what you deliver to your member based on […]
Talk Value to Your Members, Not Benefits
Ask five association executives what their value proposition is and I’ll bet they will reply with some version of these: We engage in legal and legislative activities on behalf of members’ business interests. We provide quality education on important industry topics. We deliver data and market information to members, consumers and policy makers. We offer […]
